Janice MacLennan

Brand Planning for the Pharmaceutical Industry

• Broschiertes Buch

Produktbeschreibung

Brand Planning for the Pharmaceutical Industry is a step-by-step guide, with examples from the pharmaceutical industry directly applicable to your own brand planning. It begins by exploring the definition of branding and why it is of importance, particularly to the pharmaceutical sector. It shows how branding can be successfully integrated into the early stages of the commercialization process for new products, both in theory and in practice.

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Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 176
• Erscheinungstermin: 23. September 2016
• Englisch
• Abmessung: 297mm x 210mm x 10mm
• Gewicht: 440g
• ISBN-13: 9781138247826
• ISBN-10: 1138247820
• Artikelnr.: 57052583

Autorenporträt

Janice MacLennan is Managing Director of St Clair Consulting Ltd, a leading marketing consultancy for the pharmaceutical industry. She is considered a pioneer amongst her peers for the creation of SCRxIBE pharmaceutical strategic marketing planning software.

Inhaltsangabe

Contents: Introduction. Part I Developing a Brand Plan for a New Product: Market segmentation
External analysis - the starting point
The internal analysis - the next step
Joining-up the thinking
Formulating the strategy
Developing the brand strategy
Completing the plan. Part II Planning for an In-Line Brand: Reviewing the market size, value and competitor dynamics
Reviewing the brand situation
Setting new brand objectives
Planning for implementation
Reviewing the sales forecast
Building the brand through effective communication
Monitoring and controlling the implementation of the brand plan
Conclusion
Index.